Agency: Havas Worldwide India Pvt. Ltd.
Objectives
Given the above challenges, Durex had its objectives cut out into three broad tasks:
- Durex Had To Grow
- Get people to buy Durex and excite trade to achieve off-take growth in value sales by 35%
- Get the Market Share - achieve share gain of 50 basis points (bps). [Category Benchmark for share gain: 20-30 bps]
Strategy
We began by asking Why Indians are embarrassed to buy condoms. The Agency conducted depth interviews of the audience around their sexual wellness practices - specifically around the purchase of condoms. Mapping that to the findings...